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One of the challenges for any B2B company that adopts social media is to benchmark their success against other B2B companies. Statistics, like those collected below, are one way to spot trends in overall activity and spending. When you look at all the stats below in aggregate, you see that B2B companies are spending more on digital marketing and social media, they are dedicating resources to content marketing, but they are not driving traffic to their websites with social media.

If your first tendency is to shout that they are doing it wrong, you are not alone. But we don’t know what specific tactics these companies are using and what their goals are. If they are not creating compelling content or they’re not driving prospects back to their websites, then social media traffic will be small. If they are focused on lead generation, and the social traffic converts at a higher level than general traffic, they might be fine with how much traffic social drives. Start with trends that you may find in these statistics, but make sure you review your own social media metrics against your goals and other tactics.

Changes in Spending

49% of B2B marketers plan to increase their marketing budget in 2013. (Source)

9.5% of B2B marketers plan to decrease their marketing budget in 2013. (Source)